For brands, the Super Bowl was once simply about counting the eyeballs that saw their ads. In our fragmented, social media world, though, marketers’ math has become much more complicated—they want viewer numbers from everywhere. Here’s why: According to the Pew Research Center, 69 percent of Americans are now on social platforms such as Facebook, Instagram, Snapchat, Twitter and Pinterest, compared to 46 percent five years ago.
“Marketers should care about these social channels because that’s where consumers are focusing a significant portion of their time on Super Bowl Sunday,” said Chris Mellow, director of digital and engagement at agency Grupo Gallegos. “It’s not a matter of Snapchat versus Facebook or YouTube versus Twitter as much as it is about Snapchat and Facebook and YouTube and Twitter being the primary places where people are sharing, engaging and communally experiencing the events unfolding in front of them on their other screen—the TV.”
Adweek commissioned Survata to survey 1,000 consumers aged 18-54—who plan to watch the Super Bowl—about their digital consumption around the Big Game. Here are the results: